Now, I’m not much of a checker-iner, unless I’m getting a seat for my troubles. But put me in a confined space with competing retail outlets and some time to kill (those TSA checkpoints are getting more efficient, right?) and I’d jump all over opening myself (or at least my smartphone) up to some good old-fashioned push marketing, and I bet I’m not alone.

For the airport, this is a textbook win-win. Tenants get help marketing their businesses, and passengers feel like they gain a bit more control over what can often be a pretty dismal process. (Hey, I love airports and all, but come on….)

DFW is definitely helping set the pace, and they’re not alone at the front of the pack. Earlier this year, SITA Labs and Copenhagen announced an augmented reality app that does more than pitch deals from adjacent retailers–it actually shows travelers what’s nearby. It uses W-iFi to help with the triangulation that’s needed to pinpoint exact locations.

With airlines shifting to a la carte service offerings (read: no freebies unless you’re flying up front), in-airport concessions become even more palatable for passengers, and profitable for airports. Efforts like DFW’s stand to put the fast-forward on that track.